creative direction + production

Mauna Loa was turning fifty, and the brand needed a content library to match. We developed a single creative platform that could carry both video and photography, then shot it all in one day. Three hero films, packaging and product photography in two versions, lifestyle stills, social cuts.

Mauna Loa's label says 100% Hawaiian Grown. That claim is the brand's real advantage, and it only holds if you can see it — so we put the product in natural Hawaiian landscapes.

Natural light, a Hawai'i-based cast and crew, and people shown living actively — a brand mandate, and the honest position for a macadamia nut. Warm rather than polished. True to the place, not a version of it.

Everything holds together because it came from one idea, and it keeps working across e-commerce, product pages, paid media and social long after an anniversary campaign would have expired.

Credits:

• Marvin Fisher - Executive Producer

• Daeja Fallas - Director & Photographer

• Joey Trisolini - DP & Editor

• Ara Laylo - Creative Producer

• Sara Uduwela - Digi Tech

• Noa Hall - Lighting Tech

• Taylor Kondo - Production Assistant

• Austin Kino — Talent

• Hailey Ka’uhane — Talent

• Angel Deihl — Talent

• Eric Nakagawa— Talent